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100W Article Analysis Draft

Introduction

In the world of branding, success includes anticipating changes to current and future trends in the world of perception and consumption. Recently, we have been bombarded with ads from companies that promote themselves as environmentally friendly while not being necessarily true. The media has coined the term ‘greenwashing’ to label cases where companies misrepresented themselves as environmentally responsible. Consumers who are environmentally conscious can be tricked by these deceptive practices, while companies can damage their reputation should the claims be discovered to be false. The popularity and reasoning behind greenwashing is manifold while the impact of greenwashing has lasting ramifications not only to the consumer but the corporations that push this friendly message.  Protective measures might be a possible solution so as to implement regulation and reduce the occurrence of greenwashing.

 Description of the sight of rhetorical analysis

In recent years, Americans have been exposed to various forms of greenwashing whether it be through a television, online, magazine ad, billboard, or on packaging of a product. Such examples would include statements that claim a vague amount of investment in renewable energy or the use of post-consumer usage in their products. Some claim their products are biodegradable or are made with renewable energy, leaving the consumer no way to readily and easily verify these claims. W.S. Tinne (2013) used the “Seven Sins of Greenwashing™”composed by TerraChoice, a North American environmental marketing agency, to show the deception that could be applied to products and services that are believed to be green. The company lists problems such as hidden trade-offs, no proof, vagueness, false labels, irrelevance, presenting as the lesser of two evils, and fibbing. Examples of cases where these events happen would be the vagueness of the phrase ‘All-natural’ on a product. Arsenic and mercury are a natural occurrence yet are poisonous to humans. Associating ‘All-natural’ under the broad umbrella of ‘green’ creates a false perception of what is actually better for the earth and its inhabitants.

 Analysis

According to Baum (2012), greenwashing is a result of abuse by corporations that appeal to consumers and enhance their reputation. This action in addition to the weakness of advertising regulation has caused a proliferation of false claims. Baum analyzed 247 print ads from mainstream magazines in the United States and United Kingdom and found 75% that contained one or more instances of greenwashing. Corporations react to consumer demand by adopting sustainability into their corporate social responsibility (CSR) initiatives create a persistent trend of disingenuous marketing. Bazillier and Vauday (2014) introduced a theory that each consumer has a theoretical quantity of soft information, which are feelings, perceptions, opinions and values. Once receiving this level of soft information, they are convinced a firm is engaged in “green initiatives”. Greenwashing impedes the development of CSR as there is no real way to distinguish between greenwashers, and might lead people to mistrust firms in this manner.

 Peeples (2015) discusses the impact of rhetorical approaches when researching environmental communication. Symbols are explained as functions in context and reveal how language is used as an influential factor, as well as being influenced by cultural, political, economic, and social systems. This is called discourse analysis, where symbols are used as guides to simplify and explain our surrounding world. A person who subscribes to a discourse is able to piece fragments of information and create a meaningful message. Discourse rests on assumptions and judgements that provide the terms for analysis. Corporations choose to use specific symbols and words to place a discourse on the consumer, to the effect that unsubstantiated claims are driven by a consumer’s ability to gather the information and create a positive association with the message and the company. These discourses project social values and can become normalized, which retains power over our sense of reality. Instead of using symbols in discourse to represent a truthful reality, corporations choose to enhance their image.

 Implications

The deception of greenwashing goes beyond the source greenwasher and the greenwashed end user. Ultimately, the assumptions of a consumer to buy a product that is seen as environmentally friendly can have lasting effects. Kewalramani & Sobelsoh (2012) present an example on how perception can potentially lead to consequences the consumer never anticipated. Currently, green initiatives in building materials have been popular with work and living developments and upgrades. The article proposed a situation where a property owner was deceived by a materials company on the LEED certification levels of quality. LEED certification is an environmentally responsible certification program that includes a set of rating systems for the design and maintenance aspects of residential and offices with the aim to help building owners and operators use resources efficiently.

 The examples present a building owner that applies for LEED Gold certification based on the assumption the materials meet certification. She advertises her building and applied for the certification to attract higher paying tenants. She eventually signs a lease with an important tenant who has a corporate mandate to rent LEED Gold facilities. The owner soon discovers the materials she paid for and installed are anything but certified. The lease she signed with the tenant gives them the right to terminate the lease if LEED Gold is not guaranteed. The bank that loaned her money to retrofit her building on the assumption that LEED Gold be awarded defaults her loan and requires her to immediately repay her loan. Subsequently, the property forecloses and the owner loses her property. Companies choose to use specific symbols and words to place an effect on the consumer, to the effect that the unsubstantiated claims are driven by a consumer’s assumption of the truth.

 Conclusion

Greenwashing commits a fallacy in presenting something it is not, or as “good” as it wants to be.  Corporations have the resources and audience for potential to influence the world toward truly sustainable future. Instead, advertisements are utilized to present a crafted façade that is harmful to all parties involved.  Regulation of such marketing is overseen by the Federal Trade Commission however the agency has been criticized as insufficient and slow to respond. While there are guides that provide a framework for advertising regulation, the efficacy of regulation is plays a suggestive role without the support of state or federal law. Companies should take the initiation and work collectively to end greenwashing and regain the trust of consumers. The validity of their claims can then increase their presence in the marketplace.